Crafting a Successful eCommerce Marketing Strategy

If you want to separate your online store from the crowd, you need to implement the right plan of action, otherwise it’s unlikely that anyone will notice your business or buy your products. With more eCommerce businesses popping up every day, you need a way to stand out and signal to potential customers that you have what they are looking for.

In a dense and rapidly growing digital marketplace however, this can be easier said than done. You have to ask yourself, what are you doing right now to help distinguish your business from the thousands of other online stores that are vying for the attention of your customers? Do you have a comprehensive eCommerce marketing strategy in place or are you relying on luck to see your business through?

If you intend on achieving success with your online store, you need to follow specific steps that are proven to attract customers and develop your brand. While this may seem daunting, you can’t take shortcuts when it comes to digital marketing. You need a fool-proof and results-driven strategy that will actually get your name out there and help your customers connect with you and find your products.

What makes this issue even more complex is that there are hundreds of possible avenues to take when it comes to marketing online. It’s important to take calculated and informed steps toward your goals rather than trying anything that sounds trendy or that you think “might” work. You’re much better off for the sake of your store’s success to read up on what works and start from a solid foundation.

eCommerce Marketing Strategy

We’ve put together this guide to help you navigate the waters of digital marketing and ensure that your online store can compete and thrive no matter what industry you are in.

Take Care of Your On-Page SEO

The first step you want to take with the construction of an impactful eCommerce marketing strategy is to make sure your SEO is being handled properly. Search engine optimization is the cornerstone of any serious digital marketing strategy for online stores and needs to be implemented from a professional level.

Specifically, you want to ensure that your website is fast, fully functional, and is easy to navigate. It should be secure, informative, utilize the keywords you want to rank for in all the right places, and should provide ample social proof. SEO encompasses all aspects of user experience on your website, which means you need to take a serious look at your store and question whether or not it is meeting the needs of your users.

A website that is not properly optimized will not only have trouble appearing in the search engines but won’t meet all of the expectations of your users. This is especially important in eCommerce because the entire point of your website is to communicate a strong and trustworthy brand message to any users, in order to push them toward conversion.

If your online store lacks that trust factor due to amateurish design, slow load times, obscure product descriptions, or confusing navigation, there is a high likelihood that your users are not going to buy your products. SEO isn’t just about throwing around a bunch of keywords and popping up in search results. It involves a thorough understanding of what users are looking for in an online store and delivering it to them.

Here is an SEO checklist to get you started if you feel a bit overwhelmed and don’t know what to tackle first.

  • Optimize your URLs. Try to shorten them whenever possible, reducing the number of filler words, to better make each URL a long tail keyword. Remember that you need to implement a redirect if you are concerned about losing any traffic because of a URL change.
  • Make sure your title tags are in order. Clear and concise use or header tags (H1, H2, H3, etc.) that contain relevant keywords for the page or product in question are simply a must-have. Avoid using these out of order or creating headings simply by increasing font size or bolding fonts.
  • Write detailed and informative product descriptions. This should go without saying but lazy product descriptions are all too common online. While this may not be a deal-breaker for some people, think of the precedent that has been set by Amazon, where each product typically has a robust and informative page that includes specs, photos, answered questions, supplementary information, uses, and more depending on the product. This is the kind of attitude you want to have, not only in terms of SEO, but for the benefit of your users as well.
  • Compress your photos. This can’t be stressed enough, slow load times dramatically increase bounce rate, and bloated photos are one of the worst offenders when it comes to slow page speeds. Regardless of which eCommerce platform you are on, there are different plugins and features available to you to help you make sure your photos are compressed properly. You can also use a free tool such as GIMP to crop, resize, and scale down your photos before even uploading them to your website.
  • Don’t forget your image alt-tags. While they may seem inconsequential, Google still takes them seriously, and the “images” section of Google can be a goldmine for eCommerce websites because users will often search there for products they are looking for. You will only appear in these results however if your photos have the proper information in place, however.
  • Work on your categories, navigation, and internal linking. Think of your website as a roadmap that is designed to “guide” the user to a destination, which is either information about your products or the products themselves. Don’t assume that your users magically know where to go. Today we have Google maps and extensive signage all over the roads and we still get lost from time to time. Websites can be even more confusing, especially if your target audience isn’t tech-savvy. Rather than leave anything to chance, it’s your job to make sure your website makes sense and is easy to follow. Your categories should be logical, you should have an easy-to-follow breadcrumb structure, and your products and other pages should use plenty of contextual links that lead users to further information as needed.
  • Finally, make sure your website doesn’t send any untrustworthy signals. Spammy popups, too many ads, click-bait titles, and other such tactics are no longer welcome online and are seen by both users and Google as suspicious if not downright wrong. While you don’t want your online store to be too vanilla, you also want to ensure it exudes professionalism and acts as an authoritative voice for your brand.

Of course, all of this is assuming you have already performed extensive keyword research and have a general idea of the demographics you want to target. If you don’t know how to do keyword research it’s imperative that you take the time to learn or that you invest in the right digital marketing services, otherwise your SEO efforts may be thrown off course.

Create Valuable Content For Your Users

After your online store’s on-page SEO has been thoroughly addressed, it’s time to improve the content that you deliver to your users. This is an integral part of your eCommerce marketing strategy, because valuable content is one of the biggest draws for users and plays an important role in your ability to spread your content on social media, newsletters, and other channels.

Users Look For Valuable Content

In terms of creating valuable content for your users, you want to think about the questions they might have about your products or the best ways in which to use your products. You may also want to talk about special deals that you offer, as well as entertaining events in relation to your business. The bottom line is however that you need to be regularly creating high-quality blog posts that not only utilize long-tail keywords that you want to rank for, but that also provide a great deal of useful information that your users would actually want to read.

This will get your website ranking on Google and is also what will get clicks on Facebook, Twitter, and Pinterest, which are some of the best channels for digital marketing right now. If you are able to create valuable content on your website, this becomes a draw for users to visit that doesn’t involve simply purchasing a product. You can then warm a user toward conversion by providing helpful reviews, how-to articles, interesting news, and more.

Valuable content is a necessary component to a successful online store, and needs to be worked into your digital marketing strategy. Even if you don’t fancy yourself as a writer, you need to invest in this area of your business, ideally through professional eCommerce SEO services.

Connect With Other Brands For Valuable Opportunities

One of the fastest-growing areas of promoting businesses online is through influencer marketing and brand partnerships. While this is a somewhat ambiguous area, because it’s difficult to say just when the right time to reach out and connect with other brands is, this is something you want to keep an eye out for and consider.

Influencer Marketing

As you develop your marketing strategy, you want to approach the growth of your website and brand with brand partnerships in mind. A brand or influencer is unlikely to want to partner with a brand or store that doesn’t look the part. As you are optimizing your website, think about how you are engaging your users and what steps you can take to create a more stylish and functional experience that would incentivize someone else in your industry to cross-promote.

You might think that this is an unnecessary part of digital marketing, but the trends say otherwise. These days, one of the trust factors that users look for in an online store or brand is who is promoting it and involved with it. If your brand exists on an island and is not being talked about on social media, this is definitely an area you need to work on.

How do you reach out and make connections though? The key to finding opportunities with brand collaborations and cross-promotions is to be invested in your industry. Talk to your customers on social media, allow your customers to tag your brand page and feature them on your Instagram and other social channels, follow influencers and brands in your niche and reach out to them from time to time with ideas for mutual promotions.

Start a Facebook Marketing Campaign

Speaking of social media, this is the next major area of focus for your marketing campaign. While SEO is still the most essential element to online success for the majority of eCommerce stores, social media is continuously gaining ground.

Specifically, Facebook marketing presents an incredible opportunity for businesses of all sizes to reach more customers and build their brands. Facebook marketing is extremely effective because it can target such specific demographics, making it one of the best marketing tools in history.

If you manage an online store, you should create a Facebook business page and begin to grow a following there. The easiest way to do this is to utilize the content that you are creating on your website and promote it on this page, along with helpful tips about your products, funny anecdotes, and “day in the life” information that your audience might find valuable. At the same time, you should be using a small amount of ad spend on a “like” campaign to reach people in your niche.

Once your page accrues enough fans, you can expand into more sophisticated advertising strategies that draw customers to individual products, run giveaways and contests, help with customer service concerns, and more. A properly managed Facebook advertising campaign can act as a useful arm to your marketing strategy, which also naturally leads into Instagram as well, one of the best platforms for promoting your products online.

Running social media accounts however can be a time consuming and intensive process that requires a dedicated social media manager or eCommerce marketing expert at the helm. As you develop your strategy, you may want to invest in professional social media and Facebook marketing services if for no other reason than time constraints. If you want to be free to run your business, there’s no way you can afford to spend all day on social media!

Invest in PPC Once Your SEO Comes to Life

The final stage of your marketing efforts should focus on a comprehensive PPC campaign. Some store owners want to immediately jump into the deep end and throw money at Google to try and get quick and easy conversions, but there’s more to pay-per-click advertising then “money in, money out.”

First and foremost, if your website isn’t optimized to provide a great user experience, it doesn’t matter how flashy your PPC ads are or how great your product is. The user is likely to abandon their cart or leave your site immediately at the first hint of amateur design. If the trust factor isn’t present, the user is simply not going to take the plunge and hit the buy button. Before you invest in PPC, you need to cover all of your bases and make sure your website has been properly optimized.

Once your online store looks the part and feels professional, and once you have established a solid social media presence and have a solid and balanced cashflow coming in, it’s time to unlock the power of Amazon PPC and Google Adwords. These marketing channels can be used to scale your business and create a loyal customer base, providing quick turnaround and sustainable results, but only if implemented properly.

Successful PPC efforts require a comprehensive understanding of audiences, retargeting, and keywords specific to the world of pay-per-click advertising. The same keywords you take advantage of in SEO aren’t always the same ones you utilize when running PPC campaigns, so in order to have a well-rounded eCommerce marketing strategy, you need to have knowledge of both in order to get the results you want.

To start out with running a PPC campaign for your eCommerce website, you want to have a firm grasp on your target market, and understand that this can shift slightly depending on the platform you are advertising on. You also want to research which of your specific products would work best and are worth advertising, and which products are best left for organic traffic brought in through SEO.

Once you reach this point of understanding with your audience and how to best target them through the appropriate keywords, you can move onto crafting the ad itself. Depending on your platform of choice, this is where you need to know how to write informative and convincing sales copy. If this isn’t your strong suit, it’s important to recognize this fact and invest in professional eCommerce PPC services that can handle the task of writing sales copy that gets conversions.

Putting Your Marketing Strategy Into Action

As you can see, there are many points to consider when crafting an eCommerce marketing strategy that gets results. You certainly can’t take a “try everything until something works” approach, otherwise nothing will get done and your website will most likely fail to gain any traction.

In order to truly succeed in eCommerce, you need marketing experts that understand all aspects of how to run and promote an online store, regardless of the platform or industry. Here at Genius eCommerce, running eCommerce marketing campaigns is simply what we do, and we do it well. If you honestly want to put together a marketing plan for your business that will generate the kind of results you’re looking for, reach out to us at 888.982.8269 and we’ll help you make it happen.

Now Serving: The Best eCommerce Marketing Tips

The eCommerce marketplace is one of the most competitive landscapes in today’s environment. It’s more competitive even than a row of similar businesses selling commoditized products in a bustling square where consumers can take their pick.

The eCommerce marketplace is like that bustling square, except consumers can pick and choose between options nearly instantaneously and with the greatest of ease.

If a consumer wants a review of a specific product, it’s right at their fingertips.

If a consumer wants to compare prices for the same product from five or more different vendors, it’s also right at their fingertips, and they can have the answer in mere moments.

If a customer wants to find alternatives to that very same product – you guessed it, all of the answers they’re looking are right there at their fingertips.

These days, time and choice are in the camp of your consumers, and the online marketplace is stiff with competition. But that doesn’t mean it’s impossible to be successful in selling products or services online. In fact, that couldn’t be farther from the truth.

The factors that come together to make the online marketplace so competitive largely stem from the fact that it’s completely saturated with customers. People are increasingly turning to the internet to fulfill purchases specifically because it offers them so much convenience.

Global eCommerce sales are expected to surpass 4 trillion dollars this year. It might seem tough to get a share of that pie, but it is a very large pie, and there are definitely ways to take a share for your business.

One of the greatest ways to compete effectively is with an expert marketing strategy, and we here at Genius eCommerce specialize in solving complex eCommerce problems. A marketing strategy taking advantage of some of the best eCommerce marketing tips will have quite an impact on your business.

A successful marketing strategy will create a robust brand, speak to your target audience, cultivate loyalty and more. With some of the best eCommerce marketing tips at your disposal – tips that you’ll find outlined here – you could be well on your way to reaching the right market and differentiating your products effectively.

Create, and Strengthen, a Unique Brand for Your eCommerce Website

A unique brand that speaks to your target audience is hands down one of the strongest assets that your business can list. In short, a strong brand is critical. It represents a statement of value and provides an experience that customers can’t find elsewhere. The thing is, it takes attention and dedication to build one that is not only strong, but unique and focused.

Develop an intimate knowledge of your business. It is your business, after all. Get to know your customers. Get to know how they use your products and why. Build your brand around that relationship, and you will thank yourself in the long run.

Publish Original, Targeted Content to Your eCommerce Sites

The use of content in marketing is expected to grow significantly in the coming years. The overwhelming majority of consulted marketing professionals agree that content is one of the most effective ways to reach and engage audiences and the use of content in marketing is central to this.

Create a blog and post original, insightful content on your product and the problems it solves. For those who prefer to consume content in the form of a video, consider publishing a vlog. Consider sending emails as part of a targeted campaign. The sky’s the limit when it comes to being inventive with how you want to reach your audience.

Utilize User Generated Content, Too!

While you should offer creative, original content, sharing and promoting user-generated content is a great way to build trust with customers and get them excited about your product. Not only does it potentially save you time, but It can make you seem more authentic and more engaged with your audience, and that can go a long way. Trust is one of the strongest elements in building a successful brand. After all, if you know you need to be engaging with your audience, shouldn’t you engage them?

Personalize – Wherever You Can – to Increased Sales

Personalization is the future of marketing endeavors. Customers are increasingly expecting to be the audience for relevant advertising material and content. To offer a personalized experience, you’ll need to be in touch with your customers.

Reach out to them, ask for their feedback for improvements or reviews. Giving your customers the feeling that they are a part of the success of your business will build rapport and trust, and will positively affect your conversion rate.

The Mobile Marketing Channel Is The Future

One more thing to consider here – make sure your online store is optimized to provide a high-quality mobile experience. More and more customers are using their mobile phones and tablets to research products and make purchases. Make sure that your advertising and your marketing efforts are well adapted to the mobile landscape – if not, they will not be as effective as they might be.


We could go on, but we’d love the chance to be able to give you advice based on your unique situation (see, personalize wherever, above!). In order for us to do that we need to get to know the challenges facing your eCommerce business, and the only way we can do that is by speaking with you. If you’re interested in learning more about tackling the marketing opportunities before you and getting some more of the best eCommerce marketing tips, contact us at info@geniusecommerce.com.

Steps You Can Take for Higher SEO Rankings

For many eCommerce business owners, SEO seems like a complicated endeavor. You are told to be patient with the results. You are told that it takes extensive research. You are told about the importance of search engine optimization and the things you should update for better optimization.

As complicated as it seems, SEO is not a hopeless endeavor. It’s quite the opposite in fact. You know that you want to improve your SEO rankings, but just need the guidance to take the best practices to get you there.

There are five things that you can do, or find a digital marketing agency to complete, that will help you be set up for SEO success. Check out these steps with us here at Genius eCommerce. This is who we are and what we do.

Coding – One of the most important parts of SEO rankings is the behind the scenes work that coding does. Having a good code to your website does not achieve rankings alone, but if your code is not in order, it can prevent you from reaching the success you want even if everything on the surface is being done well. Technical SEO is an aspect that you simply cannot overlook.

Content – Your content still rules overall. After all, Google reads words first and foremost and looks for the ways it is relevant to search terms. For better Google rankings, you want to have a content marketing plan that focuses on specific keywords and carries some meaning. Relevant and meaningful content helps to boost your domain authority and quality content connects with people who will be reading.

Link Building – A piece of advice you hear a lot when college students are preparing for graduation is to make connections and start networking. Essentially, that is what link building is to your SEO efforts. Building links is making new connections and increasing your domain authority.

Social Shares – Social media has no direct effect on your SEO, but it does go hand in hand with building domain authority and backlinks. Creating connections helps increase your relevance and authority as a leader in your industry. The more shares you can get by promoting your content on social media, the more people will see it organically. This, in turn, helps build up your brand and give it a recognition, which can help you get more clicks from results in search engines because of recognition. Because people may already know the brand from social media, your bounce rate could go down with people visiting having an idea of what to expect from you. That can only improve your conversion rate, establishing that trust in people.

Keyword Ranking – A key part of SEO is choosing keywords that can help improve your overall rankings. The problem is that far too often, SEO clients choose to keep it basic and target words that are broadly searched. With so much competition for the top spots for these keywords, you can easily get lost in the shuffle. That’s why the best way to start your campaign is to do extensive research on keywords where there is an opportunity to achieve the top ranking spots. Using keywords that are more specific to your goals can help you get to the places you want to rank.

With SEO, there are no guarantees or shortcuts to achieving success. It does take patience and research to get the results. With that in mind, having the right team to guide you along the way with the research and strategy can put you on the right track. Taking these steps may not be the easiest thing to do, but it is the most effective in the long run, and that is ultimately what will allow you to achieve the success you desire.

How To Write SEO Friendly Content for eCommerce

You’ve heard the saying that content is king and it really is true. Content marketing has a number of benefits that include building a brand, increasing sales, and generating new leads, and it continues to be an effective method for not only connecting with readers and turning them into customers but also in building authority with search engines.

Content marketing is a fit for every type of business, but there are certain tactics you should take when writing SEO content for eCommerce. Today, we will review some tips for writing SEO friendly content.

Set Goals – Before you even begin to start writing content, you need to set some goals for yourself and your business. What are you trying to accomplish with your content marketing? You may be more focused on establishing your brand or demonstrating why people should buy your products. You may be targeting a new audience. Maybe you are writing for the purpose of gaining better rankings on search engines. Whatever the reason may be, establish it early and use it as motivation when creating content.

Know Your Audience – As you prepare for writing, you want to identify the audience you are writing for so you can produce content that is specifically for them. You can ask yourself a variety of questions about your audience and determine certain things like the age demographic, the type of work they do, what their interests are, what their needs are and why they may want to buy your product. All of these things can help you determine who you are writing for so you can specifically target your audience.

Content Types – Content comes in all forms and you don’t have to be married to one in particular. You may write a few blog posts or articles that are informative. Videos or infographics can be used for a more visual approach, or you may choose to record an audio podcast for people to listen to. All of these types of content help distribute your content marketing across a variety of platforms so that people can connect with you in different ways.

Quality Writing – Content marketing is not just as simple as writing content. You have to make your content, your articles, videos, podcasts and anything else you produce informative and provide value to the customer. Your content should help answer the customer’s questions and solve their problems. The writing should flow naturally and include the keyword you choose to target in a natural way as well. You do not want to stuff your content with the keyword too many times or force the keyword into your content. You also want to check for any grammar or spelling errors and should keep your writing clean and polished.

Share Content – Once your content is published, it should be shared with any followers you have on social media and any other places where you post regularly. Making an announcement of new content attracts readers and bring back loyal followers. It will also help you get on a schedule as you post new content in the future.

Track Your Progress – As you produce content, check your progress. See what kind of results it has on traffic on your website. See what type of content brings the most visitors. Compare these results to your goals set before you started your content marketing campaign and track what connects with your visitors and what isn’t working and adjust your campaign accordingly.

At Genius eCommerce, SEO and content marketing is who we are and what we do. We help you get the tips you need to achieve success in your SEO campaign. Continue reading the Genius eCommerce blog for more.

BigCommerce and Your WordPress Site

WordPress is an amazing option for businesses that are just starting out with their online presence. The WooCommerce plugin allows businesses to easily add eCommerce functionality to WordPress websites. Since late 2018, there has been a new option for WordPress users to dip their toes into the eCommerce world. Businesses no longer have to choose between WordPress’ flexible platform and BigCommerce’s proven eCommerce engine. For WordPress-based entrepreneurs wondering if they should consider adding BigCommerce to their site, here are some factors to consider.

Your Content and Your Commerce

If you have a well-established WordPress site, you undoubtedly have built a network of content related to your business. While migrating that information to a new platform is possible, it is a time consuming and sometimes risky procedure. If you have dedicated time to building your brand through WordPress, the BigCommerce plugin is a great way to add the checkout options your business needs. 

Increasing Your Scalability

If your business is growing, adding BigCommerce’s functionality is a great option. As you start to do more business on your site, the increased activity can drag down your page’s performance. Letting BigCommerce handle the eCommerce side of your business will leave your content pages running smoothly as your user interactions grow. You get all of the advantages of your WordPress site and BigCommerce’s powerful eCommerce platform. 

More eCommerce Options

Choosing BigCommerce for your WordPress site means WordPress developers can quickly add a huge array of eCommerce options to your site. For example, with the BigCommerce plugin, you have access to 65 payment gateways and seamless access to all major global carriers for your shipping needs. Shopping carts developed through this BigCommerce platform can easily integrate sales and discount codes from your website and make the user experience quick and easy. You can also use this BigCommerce plugin to expand your business’ sales across multiple popular platforms like Facebook, Amazon, and eBay.

Additional Security 

Adding BigCommerce to your WordPress site means that you can use their secure checkout service. Working with BigCommerce means that your checkout process is PCI secure out of the box. You will not have to worry about securing your customer data as your business expands. 

 

If you feel like your business is growing beyond your WordPress’ sites current capabilities, adding BigCommerce’s plugin might just be the perfect way to handle your checkout process. If you’re not ready to move off your established site, but you need to broaden your eCommerce horizons, this plug-in is a perfect way to get the best of both worlds. 

Here at Genius eCommerce, we are dedicated to helping your eCommerce business succeed. To stay up to date on the latest eCommerce news and tips, check back in with us for regular updates.

 

The Google Site Diversity Update and Your SEO Campaign

Google’s latest update aims to change how their algorithm arranges its search engine results. When people search Google for a term like “women’s shirts,” you would naturally expect them to be met with a slew of results from eCommerce giants like Amazon and Walmart. With the expansive scope of products that these companies offer, it comes as no surprise that users will be directed to at least a few pages from each of these major brands.

This is because Google’s algorithm deals with structured data. Their algorithm is incredibly skilled when it comes to finding the best results for search queries based on the data it has gleaned. Despite this, the algorithm does not always consider the idea of user experience.

When users turn to a search engine to find a product, they aren’t looking for the major brands they already know. Users want variety, and Google has listened. To increase the number of options presented to its users, Google has updated its algorithm to increase diversity in its results.

The biggest impact this update will have is that now, unless they are extremely relevant to the particular search, Google will limit websites to only having two links in their top results. This means that now there is going to be more real estate available on Google’s coveted first page for smaller businesses.

This update is still new and will require further refinement. You may still see the same website occupying multiple positions and Google is working hard to determine when this is appropriate. For example, Amazon deserves more than two links on the first page if the user is searching for information about the company itself, but will only be given two links in relation to a query about a general product.

So how will this affect your business?

More room on the board means it will be easier for smaller brands to achieve these top result rankings. This means that your SEO campaign just became that much more valuable. In light of this news, it’s time to revisit your SEO strategy to make sure your site is a strong contender for these new openings.

This update could also mean that your business will start appearing on the front page, especially if you have been climbing the rankings recently. The vacuum this update has produced means that competing companies will be gunning for these spots as well, so be sure to continue building links and focusing on your keywords if you want to keep your new rankings and the resulting increase in traffic to your website.

Though Google has yet to announce exactly what criteria can result in a business being featured more than twice in the top results, more information on this point might affect future SEO strategies.

 

At Genius eCommerce, our experts are here to keep your business informed. For the latest in eCommerce and SEO news, subscribe to our newsletter and never miss a post that could help your business succeed.

Measuring SEO Success: The Metrics You Should Know

Achieving SEO success takes time and patience. One way to stay on track in your approach to SEO and stay the course with your strategy is to know that it’s working, even if on the smallest level.

How can you measure your SEO success? There are so many different performance metrics you can track, so you should know which ones you need to focus on and understand so you can accurately track your progress. Today, we will look at the metrics you should know.

At Genius eCommerce, this is who we are and what we do. We aim to be a guide for you through your eCommerce SEO efforts, informing you of trends, tips, and tricks to achieving SEO success.

Organic Traffic – A strong indicator of SEO success is in organic traffic. If your SEO campaign is working well, you should be seeing more organic traffic and conversions. If you don’t see much of an increase or very little early on, don’t let that discourage you. SEO takes some time to go to work and the early metrics can give you some insight on what is working. For example, if organic traffic is increasing and conversions are not, you may need to look at the keywords you are using and see if there is a better fit for your business. If your organic search traffic isn’t increasing but conversions are, you have likely improved the quality of traffic reaching your website.

Conversions from Organic Traffic – Conversions are the real measure of success in eCommerce. In Google Analytics, you can see the revenue, transaction, and eCommerce conversion rate under the eCommerce tab. These are the numbers that show how your business is doing. Compare these results to the results you got before starting SEO to get an idea of how your SEO campaign is working. SEO is designed to bring more visitors to your website, but conversions are the number that really matters.

Bounce Rate – Are you getting clicks to your website and then having people leave right away? This is what the bounce rate measures, the number of people who reach your website and then leave almost immediately for whatever reason. If your bounce rate is dropping, it can mean two things, that you are getting more relevant traffic to your website or that visitors are spending more time browsing the website and looking at multiple pages. Usually, a decreased bounce rate can come with an increase in conversions.

Time on Site – In a similar way to bounce rate, the amount of time people are spending on your website is an indicator that more relevant traffic is finding its way to you. The longer people stay on your website, the more likely they are to make a purchase. If the average time on site is increasing, it means more visitors are finding a way to stay engaged and active on your website.

Rankings – When you finalize a list of keywords, the goal is to improve your rankings. The higher your rankings are, the better the campaign is performing. It can be easier to start by targeting tail keywords, keywords that have more than one or two words so that you are targeting things that are more specific and have a lesser search volume. These keywords tend to be best because they are more specific and cater to the visitor who knows what they are looking for and wants to be directed to that right away. There is a better chance that these keywords give you more qualified traffic. While rankings are an indicator of SEO success, it is not everything to SEO. You don’t want to get so caught up in the rankings that you start to try to produce content specifically to improve rankings and not offer anything relevant to the customer or show your authority or expertise in your industry.

Now that you know the areas you should be familiar with when it comes to analyzing your SEO success, it’s time to get out there and start to improve your eCommerce business with an SEO campaign. At Genius eCommerce, you can get the best tips, tricks, and trends to stay updated on the best practices of SEO throughout your campaign. This is who we are and what we do.

Continue to read the Genius eCommerce blog and check back for more updates.

Best Practices for Effective Multilingual SEO

Optimizing for search engines is already a difficult task that requires a lot of patience. You have to carefully choose your keywords and implement a content strategy that helps you build trust with the customer, create authority and boost your rankings. Doing this for multilingual businesses can be even more of a challenge.

If you have a business that offers products internationally or specifically want to target consumers in foreign countries, you need to cater to them. In fact, 90 percent of searches are done in the native language of the user, showing you how important it is to reach this target audience.

When making an effort for better multilingual SEO, even the smallest things can make an impact. That’s what we will focus on today at Genius eCommerce, the best practices for successfully building multilingual SEO.

Optimize for UTF-8 Characters – Foreign languages can often feature characters that are not part of the English language and may not mean much to you but mean quite a bit to someone else in their own language. Make sure that your website can support these characters. If the website is not able to support these characters and the characters become corrupted, it can prevent your website from being crawled properly. Also make sure that your title tags, image alt tags, and keywords match the target language and are translated properly with the accepted characters.

Choose the Right Keywords – You probably already have a list of target keywords in English and you may think that it’s easy to just translate them to multiple languages and put them to work. It’s not that simple. Translations can have different meanings or may not be the terms most likely to be used in another language. People are going to search for terms that are familiar to them and their language. It’s also important to conduct this translation for everything on your website, not just keywords.

Get to Know the Search Engines – Google may be your search engine of choice, but in other countries, there are other search engines that may take precedence that you need to be optimized for as well. In Canada, Bing is a popular choice. Some countries, like Korea, even use their own search engine called Naver. You can get new customers by targeting specifically to Google, but you could be missing out on your full potential if you don’t explore the search engines your international customers are using.

Have a Focused Strategy – There are some differences to multilingual SEO and trying to optimize your website for a different language. One thing that stays the same is the importance of having quality content. You should always consider where your SEO strategy is going and how you can keep up with the evolution of search engines.

URL Structure – Have you ever visited a website that looks like this: www.domain.com/en/about? The “en” in the middle of that indicates the language and that there may be other translations available. Each translation of your website should have its own domain for that country or a subdomain or subdirectory with the language and country information. Any keywords that are in the URL structure should also be translated properly.

Hreflang – Hreflang tags are part of the coding of a website and another way to inform search engines of the language a website is using, helping to increase the ranking for different languages that you are targeting.

The goal of SEO is to generate traffic and to make sure that the traffic you are generating is the right traffic for you and your business. If you have a business where you sell a product that can have an international benefit and generate interest around the world, you want to make sure your website is optimized for those countries that bring more to you in return.

Through all of your SEO efforts to make your multilingual website, remember to get help from a translator or a language service so you can be certain about the translations.

Keep reading Genius eCommerce for more updates and trends in the eCommerce world and how you can be prepared to take your SEO to new levels. This is who we are and what we do, and we want to help you with tips like these to build a campaign that delivers results.